PERAN MEDIA SOSIAL DALAM STRATEGI KOMUNIKASI PEMASARAN DI SEBUAH PERGURUAN TINGGI SWASTA DI JAKARTA BARAT
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Abstract
At present time, in the digital age, the use of social media spreads faster than ever before. One common use of social media is in the application of marketing communication strategies. This strategy is usually used by institutions targeting Generation-Z, such as universities. The purpose of this study is to measure the level of optimization of the use of social media in a Private University in West Jakarta as one of the marketing communication strategies. The researcher used one method of data collection in qualitative research, namely in- depth interviews to 30 respondents from the academics in private universities who were the subjects of the study where 24 respondents were students and 6 were lecturers. The result of the study found that marketing communication strategy in higher education requires improvement because subpar performance is still present in the fields of management relations, news actualization, creativity, entertainment, consistency, customization, commitment, and attention. The result of the study revealed that the strategy will be optimal when news linearity is maintained, the amount of actual and creative content increases, reports on content are actualized, as well as making sure that links and citations for each content is made available.
Keywords: Marketing Communication, Social Media, Private University, Marketing Communication Strategies, Digital Marketing
Dewasa ini, di era digital, penggunaan media sosial menyebar lebih cepat dari yang pernah terjadi sebelumnya. Salah satu penggunaan yang umum media sosial adalah dalam penerapan strategi komunikasi pemasaran. Strategi ini biasanya digunakan oleh institusi yang menargetkan Generasi-Z, seperti perguruan tinggi. Adapun tujuan dari penelitian ini adalah untuk mengukur tingkat optimalisasi penggunaan media sosial di salah satu Perguruan Tinggi Swasta di Jakarta Barat sebagai salah satu strategi komunikasi pemasaran. Peneliti menggunakan salah satu metode pengumpulan data dalam penelitian kualitatif, yaitu wawancara mendalam (in-depth interview) kepada 30 responden yang berasal dari sivitas akademika di perguruan tinggi swasta yang menjadi subyek penelitian dimana responden mahasiswa sebanyak 24 responden dan 6 responden dosen. Hasil penelitian menemukan bahwa strategi komunikasi pemasaran di perguruan tinggi tersebut masih perlu ditingkatkan karena ada yang belum optimal di bagian hubungan manajemen, aktualisasi berita, kreativitas, hiburan, konsistensi, kustomisasi, komitmen dan perhatian. Hasil penelitian mengungkapkan bahwa strategi tersebut akan lebih maksimal saat linearitas berita terjaga, jumlah konten yang aktual dan kreatif bertambah, laporan mengenai konten diaktualisasikan serta tautan dan kutipan pada setiap konten diupayakan eksistensinya.
Kata Kunci: Komunikasi Pemasaran, Media Sosial
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